Marketing & Communications

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  1. Bringing energy to paradise: Finding the best market … MK1-159-I

    This case is about Distributed Power Inc., a power generation provider that is looking to expand its business in Central America and the Caribbean in order to take advantage of the untapped market there.

    It starts by describing political, environmental, social and technological aspects of the energy industry, pointing out its many challenges. It then introduces combined heat and power (CHP) systems as a possible solution in order to create energy in a cheaper and more reliable way. It explains how CHP has already been implemented by Distributed Power in some countries in Latin America but there is still an opportunity in Central America and the Caribbean, especially due to the very high cost of electricity there.

    The company must decide where to go by taking into account the industries which require significant amounts of energy and the regulatory framework, GDP, GDP per capita, ease of doing business, access to electricity, electricity infrastructure and electricity installed generation capacity in each country. At the end of the case, descriptions of ten different countries with key data are included that can be used to help analyze where Distributed Power Inc. should go.

    Academic Area:
    Marketing & Communications
  2. ABB and Galindo: Winning the Peace (A) RH1-148-A-I

    The complexity of restructuring of large companies can hardly ever be ignored. ABB & Galindo brings up the dilemma of Esther, Human Resources director at the factory, when she is faced with the transition of a factory into a service center. This meant either relocating, retraining or letting go most if not all of the current workers, with the additional complication that even after the official announcement the factory still had to run for another 18 months. This case also has a part B.

    Academic Area:
    Human Resources | Negotiation
  3. ABB and Galindo: Winning the Peace (B) RH1-148-B-I

    Part B of this case goes beyond the organizational problems of the restructuring described in part A, and addresses the personal situation, commitment and management of the emotions during the mentioned process. This part goes into details of how Esther decided to go above and beyond in many aspects to help resolve the personal situation of workers and managers alike with the best of all of their abilities.

    Academic Area:
    Human Resources | Negotiation
  4. ABB & GALINDO: Stretching managerial responsibil … DE1-212-I

    The case follows the implementation of ABB´s decision to restructure its operations in Spain and close the manufacturing line at its Galindo factory in the Basque Country. ABB was required to enter into formal negotiations with its workers towards a Labor Force Reduction Procedure (ERE).  The workers at Galindo strongly objected to ABB´s restructuring proposals and were not placated by the company´s generous offers of compensation and employee retraining. The workers employed a number of strategies to derail the ERE including appealing to local politicians and engaging in public protests. After negotiations failed, a final decision was made to approve the ERE by the Ministry of Labor in Madrid.

    Academic Area:
    Strategy | Negotiation
  5. [Russian Version] Disruptive Innovation at BBVA SI1-147-R-M

    [Russian Version] 

    What happens when a multinational from another sector launches an innovative service which competes directly with your offerings? This material explains how BBVA reacted to the disruption of its micro-payment business caused by the entrance of large multinationals from outside the banking industry.

    The rapid acceptance of technologies by consumers offers an opportunity to meet a growing demand for new services. Many companies attracted by these business opportunities are placing greater importance on innovation pushing it to the forefront of their structure.

    Most commonly it is companies within the same sector that compete amongst one another to launch new services however sometimes the disruptive came from another sector which launches an innovative service which competes directly with your offerings. 

    This case has been designed for use in undergraduate, graduate (MBA programs and Masters in Management programs), Executive MBA, and executive education programs, and in courses such as Information Systems and Technology, Technology and Information Management, Digital Transformation, and Digital Innovation.

    Academic Area:
    Digital Technologies & Data Science | Innovation
  6. Disruptive Innovation at BBVA SI1-147-I-M

    What happens when a multinational from another sector launches an innovative service which competes directly with your offerings? This material explains how BBVA reacted to the disruption of its micro-payment business caused by the entrance of large multinationals from outside the banking industry.

    The rapid acceptance of technologies by consumers offers an opportunity to meet a growing demand for new services. Many companies attracted by these business opportunities are placing greater importance on innovation pushing it to the forefront of their structure.

    Most commonly it is companies within the same sector that compete amongst one another to launch new services however sometimes the disruptive came from another sector which launches an innovative service which competes directly with your offerings. 

    This case has been designed for use in undergraduate, graduate (MBA programs and Masters in Management programs), Executive MBA, and executive education programs, and in courses such as Information Systems and Technology, Technology and Information Management, Digital Transformation, and Digital Innovation.

    Academic Area:
    Digital Technologies & Data Science | Innovation
  7. Digital Transformation in Vocento SI1-146-I-M

    The trend of people reading on paper is decreasing whilst the trend for reading online is increasing. This multimedia case explains how Vocento reacted to the shift of consumers from traditional media to online media and the significant reduction in income that this initially brought about. It discusses how the company was able to solve this issue by analysing data from its users in order to better understand their habits. With this information Vocento was able to make business decisions that have positioned the company as a leader in the field of online communication. The multimedia case separates the analysis of this experience into five stages from the initial detection of the problem through to finding a solution and measuring the impact on the business.

    This case has been designed to be used in undergraduate, graduate (MBA programs and Master in Management programs), Executive MBA and executive education, in courses such as Information Systems and Technology, Technology and Information Management, Digital Transformation, and Digital Innovation.

    Academic Area:
    Digital Technologies & Data Science | Innovation
  8. Big Data SI2-107-I-M

    This tutorial is aimed at introducing students to the main concepts of Big Data. The material includes videos interactive exercises supplementary material and elements of gamification. Students will learn about the origins of the Big Data concept its definition and characteristics the technologies used and when Big Data is suitable for business.

    In addition students will have a chance at putting into practice their knowledge and to consider the latest trends surrounding this technology. All of this intertwined with elements that will keep students entertained throughout their learning. For example badges can be won along the way recognizing the knowledge acquired while helping to increase engagement with content.

    This material can be used in undergraduate and graduate programs (especially MBA and other management programs) as well as in executive education courses where topics such as technology management and digital business are incorporated.

    Academic Area:
    Digital Technologies & Data Science
  9. Developing enhanced business analytics in healthcare … DO1-154-A-I

    This case reveals the importance of business analytics and process data to nurture organizational excellence and continuous operational improvement. The organization in focus is a paradigmatic example of a data-driven health care organization with outstanding worldwide levels of excellence. In 2005, the organization faced various challenges: it was increasingly difficult to improve donation rates (due to fewer traffic accidents and aging population) and the system exhibited large variations in observed performance (some hospitals could not replicate other’s ability to find donors). In contrast to manufacturing contexts or simpler service deliveries in the case of organ donation and transplant, the appraisal of performance is complex and subjective as (1) some factors are not controllable (e.g., patient’s age, medical background, relative’s propensity to consent) and (2) some processes are not fully observable (e.g., surgeon deciding not to accept an organ, judge not allowing a donation to take place). As a result, performance metrics are hard to define and realize in practice.
    The case can be used as part of an operations management core or courses related to business analytics, service delivery or data science.

    Academic Area:
    Operations & Supply Chain Management | Digital Technologies & Data Science
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